operating costs. Of course, benefits may also take such forms as savings in time or improvements in attractiveness, safety, or health.
The marketing plan should document customer interest by showing that a mar-
ket exists and that customers are ready to buy the product or service. This market analysis must be detailed enough to provide a reasonable estimate of demand. An es-
timate of demand must be analytically sound and based on more than assumptions if it is to be accepted as credible by prospective investors. (Note that some business plans include a marker analysis section as a precursor to the marketing plan section.)